My Muse Branding & Packaging Audit

In a category where brands like Durex, BoldCare, Leezu, and a rapidly growing wave of modern sexual wellness labels are redefining intimacy in India, MyMuse has carved out a distinct space of its own. Unlike legacy brands that have long dominated the conversation through clinical cues or mass-market tonality, MyMuse approaches the category with a softer, more lifestyle-driven lens.

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As branding and packaging experts at Confetti, we analysed MyMuse not just as a sexual wellness brand but as a participant in a cultural shift. Sexual wellness in India is finally entering mainstream retail, but customers still prefer discretion, reassurance, and emotional comfort when buying these products. This is the environment in which MyMuse operates, and its design choices reflect that understanding.

Here is our expert take on what MyMuse does well, where its packaging architecture needs refinement, and what the brand can evolve into as the category matures.

Rather than using loud cues or sensational language, MyMuse leans into a minimal, soft design language that reduces hesitation for first-time buyers. This matters in sexual wellness more than in almost any other category. A discreet, muted pack helps the consumer feel safe, especially when ordering products to their home.

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The brand understands that sexual wellness still carries a taboo for many Indian customers. MyMuse’s packaging arrives without unnecessary attention, which immediately builds trust. This discreet approach positions the brand as sensitive to the emotional realities of its audience.

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For many people, purchasing sexual wellness products is a first-time experience. MyMuse keeps the pack free from clutter, distractions, or intimidating design choices. The visual simplicity helps customers focus on what they are buying instead of feeling overwhelmed. It signals calmness and makes the consumer feel than sense of trust & comfort that they need while buying into a sexual wellness brand, especially in a country like India.

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Where MyMuse truly brings out its personality is inside the box. The brand adds small, human touches that soften the experience. Stickers, small inserts, a travel pouch, and instructions delivered in a warm tone help remove guilt or awkwardness that Indian users may feel. These Easter-egg moments demonstrate that MyMuse is not selling a product alone but an experience that reassures the customer.

This emotional intelligence is rare in the category and is one of MyMuse’s strongest assets.

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Our designing and packaging experts at Confetti feel that while MyMuse shows strong intent, certain parts of the range feel noticeably underdeveloped. This is especially true for the lubricants, a very common daily-use FMCG product, where design choices play a defining role in perception.

The lubricant bottles and repeat-purchase SKUs rely heavily on basic containers: transparent plastic bottles or white bottles with simple labels placed on top. For a category where hygiene, quality, and premium reassurance matter, this packaging does not communicate the value of a product priced around the INR 400 to 450 range.

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There is no issue with simplicity as a design philosophy, but the current execution makes these products appear generic rather than elevated. In sexual wellness, packaging must build trust instantly. This is where MyMuse can benefit from a more intentional system.

Sexual wellness customers often seek a lot of understanding of the product as well as reassurance in the form of safety cues, ingredient quality, usage guidance, and benefits. This is where competitors like BoldCare outperform. Their packs balance premium design with strong educational clarity, which lowers hesitation for the buyer.

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MyMuse has the opportunity to integrate this level of information without compromising its minimalist aesthetic.

We rate MyMuse a 3.5 out of 5. The brand has heart, purpose, and cultural awareness. Its outer packaging choices show empathy, and its in-box experience brings warmth to a category historically treated with clinical coldness.

The gap lies in creating a cohesive packaging architecture for products that are repurchased frequently. A lubricant or wellness liquid must not look generic. It must look safe, premium, and worth the price. This is where MyMuse can elevate the brand experience by exploring stronger materials, refined silhouettes, and more considered label systems.

A great reference point is our work with AIM (All in a Minute). While operating in the wellness space, AIM needed to balance discretion, education, and premium cues across both supplements and skincare formats. Instead of relying on stock containers, we explored a unique packaging structure that instantly separated AIM from every competitor in its category. This elevated format gave the brand presence, recall, and a far more premium first touch.

A similar approach could help MyMuse evolve its FMCG packaging into something both functional and iconic.

At Confetti, we specialise in brand identity, packaging design, and product architecture that not only looks beautiful but builds trust in sensitive categories like the sexual wellness space in India. Whether you are refining your sexual wellness range, launching new SKUs, or creating a scalable packaging system, our team brings strategy and expert execution.

If you are exploring a packaging or branding revamp, the link to book a call is right beside this article. We would be happy to help you shape what comes next.